Advertisement

Materialism Effect on Apparel Collaborative Consumption Platform Usage: A Research Proposal

  • Zainah QasemEmail author
  • Raed Algharabat
  • Ali Abdallah Alalwan
  • Doa’a Hajawi
Chapter
Part of the Advances in Theory and Practice of Emerging Markets book series (ATPEM)

Abstract

Collaborative consumption (CC) has become a buzzword during the past few years. In fashion and apparel industry context, CC accentuates product usage rather than ownership, through sharing usage of underutilized or unwanted products by renting, swapping, trading, and lending. As the definition of CC suggests, the exchange of apparel is expected to happen between private individuals. However, the fashion and apparel retail industry is seeing a phenomenon where an increasing number of retailers are developing business models to provide a platform that facilitates renting or sharing of clothing items between consumers and/or the retailer. As this business is booming, it is becoming more important for retailers to understand apparel CC customer consumption behavior, what motivates customers to adopt such models, and more importantly what stops them from using such services. In this chapter, we are focusing on understanding what stops customers at collectivist cultures from using such services. We are focusing on materialism as a potential value that might hinder customer’s willingness to adopt CC.

Keywords

Collaborative consumption Materialism Collectivist cultures 

References

  1. Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.Google Scholar
  2. Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action control (pp. 11–39). Springer, Berlin, Heidelberg.CrossRefGoogle Scholar
  3. Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177–1190.CrossRefGoogle Scholar
  4. Bardhi, F., & Eckhardt, G. (2010). Market-mediated collaborative consumption in the context of car sharing. ACR North American Advances.Google Scholar
  5. Belk, R. W. (1984). Three scales to measure constructs related to materialism: Reliability, validity, and relationships to measures of happiness. ACR North American Advances.Google Scholar
  6. Belk, R. W. (1987). Material values in the comics: A content analysis of comic books featuring themes of wealth. Journal of Consumer Research, 14(1), 26–42.CrossRefGoogle Scholar
  7. Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595–1600.CrossRefGoogle Scholar
  8. Botsman, R. (2013). The sharing economy lacks a shared definition (Vol. 21, p. 2013). Fast Company.Google Scholar
  9. Botsman, R., & Rogers, R. (2010). What’s mine is yours: The rise of collaborative consumption. New York: Harper Business.Google Scholar
  10. Burroughs, J. E., & Rindfleisch, A. (2002). Materialism and well-being: A conflicting values perspective. Journal of Consumer Research, 29(3), 348–370.CrossRefGoogle Scholar
  11. Chen, F. C. Y. (2007). Passenger use intentions for electronic tickets on international flights. Journal of Air Transport Management, 13(2), 110–115.CrossRefGoogle Scholar
  12. Chou, C. J., Chen, C. W., & Conley, C. (2015). An approach to assessing sustainable product-service systems. Journal of Cleaner Production, 86, 277–284.CrossRefGoogle Scholar
  13. Clarke, I., III, & Micken, K. S. (2002). An exploratory cross-cultural analysis of the values of materialism. Journal of International Consumer Marketing, 14(4), 65–89.CrossRefGoogle Scholar
  14. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340.CrossRefGoogle Scholar
  15. Durgee, J. F., & Colarelli O’Connor, G. (1995). An exploration into renting as consumer behavior. Psychology & Marketing, 12(2), 89–104.CrossRefGoogle Scholar
  16. Ellis, S. R. (1992). A factor analytic investigation of Belk’s structure of the materialism construct. ACR North American Advances.Google Scholar
  17. Frost, D., Goode, S., Hart, D. (2010). Individualist and collectivist factors affecting online repurchase intentions. Internet Research, 20(1), 6–28.CrossRefGoogle Scholar
  18. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.Google Scholar
  19. Griffin, M., Babin, B. J., & Christensen, F. (2004). A cross-cultural investigation of the materialism construct: Assessing the Richins and Dawson’s materialism scale in Denmark, France and Russia. Journal of Business Research, 57(8), 893–900.CrossRefGoogle Scholar
  20. Hamari, J., Sjöklint, M., & Ukkonen, A. (2016). The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology, 67(9), pp.2047–2059.Google Scholar
  21. Hamari, J. & Ukkonen, A. (2015). The sharing economy: Why people participate in.Google Scholar
  22. Hanafizadeh, P., Mehdi B., Amir A. K., & Marziyeh J. S. T. (2014). Mobile-banking adoption by Iranian bank clients. Telematics and Informatics, 31(1), 62–78.Google Scholar
  23. Harrigan, P., Evers, U., Miles, M., & Daly, T. (2017). Customer engagement with tourism social media brands. Tourism Management, 59, 597–609.CrossRefGoogle Scholar
  24. Holt, D. B. (1998). Does cultural capital structure American consumption? Journal of Consumer Research, 25(1), 1–25.CrossRefGoogle Scholar
  25. Huang, Z. & Benyoucef, M. (2017). The effects of social commerce design on consumer purchase decision-making: An empirical study. Electronic Commerce Research and Applications, 25, 40–58.Google Scholar
  26. Kamboj, S., Sarmah, B., Gupta, S., & Dwivedi, Y. (2018). Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response. International Journal of Information Management, 39, 169–185.CrossRefGoogle Scholar
  27. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68.CrossRefGoogle Scholar
  28. Karabati, S., & Cemalcilar, Z. (2010). Values, materialism, and well-being: A study with Turkish university students. Journal of Economic Psychology, 31(4), 624–633.CrossRefGoogle Scholar
  29. Lang, C., & Armstrong, C. M. J. (2018). Collaborative consumption: The influence of fashion leadership, need for uniqueness, and materialism on female consumers’ adoption of clothing renting and swapping. Sustainable Production and Consumption, 13, 37–47.CrossRefGoogle Scholar
  30. Liang, T. P., & Turban, E. (2011). Introduction to the special issue social commerce: A research framework for social commerce. International Journal of Electronic Commerce, 16(2), 5–14.CrossRefGoogle Scholar
  31. Liang, T. P., Ho, Y. T., Li, Y. W., & Turban, E. (2011). What drives social commerce: The role of social support and relationship quality. International Journal of Electronic Commerce, 16(2), 69–90.CrossRefGoogle Scholar
  32. Nambisan, S., & Baron, R. A. (2007). Interactions in virtual customer environments: Implications for product support and customer relationship management. Journal of Interactive Marketing, 21(2), 42–62.CrossRefGoogle Scholar
  33. Oxford dictionary. 2017. [Online][5.5.2018].available on the World Wide Web at: https://www.lexico.com/en/explore.
  34. Oyserman, D., Coon, H. M., & Kemmelmeier, M. (2002). Rethinking individualism and collectivism: evaluation of theoretical assumptions and meta-analyses. Psychological Bulletin, 128(1). 3–72.Google Scholar
  35. Park, H., & Armstrong, C. M. J. (2017). Collaborative apparel consumption in the digital sharing economy: An agenda for academic inquiry. International Journal of Consumer Studies, 41(5), 465–474.CrossRefGoogle Scholar
  36. Pedersen, E. R. G., & Netter, S. (2015). Collaborative consumption: Business model opportunities and barriers for fashion libraries. Journal of Fashion Marketing and Management, 19(3), 258–273.CrossRefGoogle Scholar
  37. Perlacia, A. S., Duml, V. & Saebi, T. (2017). Collaborative consumption: Live fashion, don’t own it. Beta, 31(01), 6–24.Google Scholar
  38. PwC. (2017). Infographic: The popularity of the collaborative economy. Retrieved May 8, 2018, from https://www.digitalpulse.pwc.com.au/infographic-popularity-collaborative-economy/
  39. Rassuli, K. M., & Hollander, S. C. (1986). Desire-induced, innate, insatiable? Journal of Macromarketing, 6(2), 4–24.CrossRefGoogle Scholar
  40. Richins, M. L. (2004). The material values scale: Measurement properties and development of a short form. Journal of Consumer Research, 31(1), 209–219.CrossRefGoogle Scholar
  41. Richins, M. L., & Dawson, S. (1992). A consumer values orientation for materialism and its measurement: Scale development and validation. Journal of Consumer Research, 19(3), 303–316.CrossRefGoogle Scholar
  42. Shiau, W. L., Dwivedi, Y. K., & Yang, H. S. (2017). Co-citation and cluster analyses of extant literature on social networks. International Journal of Information Management, 37(5), 390–399.CrossRefGoogle Scholar
  43. Tilikidou, I., & Delistavrou, A. (2004). The influence of the materialistic values on consumers’ pro-environmental post-purchase behavior. In Marketing theory and applications, Proceedings of the 2004 American Marketing Association Winter Educators’ Conference (Vol. 15, pp. 42–49). Chicago, IL: AMA.Google Scholar
  44. Van der Heijden, H., Verhagen, T., & Creemers, M. (2003). Understanding online purchase intentions: Contributions from technology and trust perspectives. European Journal of Information Systems, 12(1), 41–48.CrossRefGoogle Scholar
  45. Wang, C., & Zhang, P. (2012). The evolution of social commerce: The people, management, technology, and information dimensions. CAIS, 31(5).Google Scholar
  46. Workman, J. E., & Lee, S. H. (2011). Materialism, fashion consumers and gender: A cross-cultural study. International Journal of Consumer Studies, 35(1), 50–57.CrossRefGoogle Scholar
  47. Yadav, M. S., De Valck, K., Hennig-Thurau, T., Hoffman, D. L., & Spann, M. (2013). Social commerce: A contingency framework for assessing marketing potential. Journal of Interactive Marketing, 27(4), 311–323.CrossRefGoogle Scholar
  48. Zwass, V. (2010). Co-creation: Toward a taxonomy and an integrated research perspective. International Journal of Electronic Commerce, 15(1), 11–48.CrossRefGoogle Scholar

Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Zainah Qasem
    • 1
    Email author
  • Raed Algharabat
    • 2
  • Ali Abdallah Alalwan
    • 3
  • Doa’a Hajawi
    • 4
  1. 1.The School of Business Department of MarketingThe University of JordanAmmanJordan
  2. 2.Department of Management and Marketing, College of Business and EconomicsQatar UniversityDohaQatar
  3. 3.Amman College of Banking and FinanceAl-Balqa’ Applied UniversityAmmanJordan
  4. 4.Durham Business SchoolDurham UniversityDurhamUK

Personalised recommendations